Just 'don't' do it: Brands advertising the art of doing nothing

As the global becomes local under the wide spread of Covid-19, brands across the world beat their drum to a single note: stay in, stay safe

Late last month, even as most governments were still dithering over the way forward with public health, safety and worrying about how to carry on with business as usual, global sports brand Nike put out a post on all its social media channels. The brand that is known for the strong stand it has taken on a range of issues was doing something quite unprecedented. 

As a sports brand committed to the outdoors and physical activity, Nike asked its followers to do nothing. “Play inside, play for the world,” its post read. Within hours, customised versions of the same lit